Cosmo Consumer, the consumer arm of Cosmo First, has rolled out its first-ever celebrity-led campaign for paint protection film brand Cosmo PPF, bringing in actor Jimmy Shergill to make vehicle protection feel a lot more personal.
The film opens on a playful misdirect: a husband tells his wife something is precious and irreplaceable, and she assumes he’s talking about her diamond solitaire, only to realise he actually means his car, protected by Cosmo PPF. The light-hearted setup becomes the vehicle (quite literally) for showcasing the product’s core features, self-healing technology, scratch resistance, hydrophobic properties, and non-yellowing protection.
Abhineesh Das, business head at Cosmo Consumer, said the campaign was built on the insight that for many Indian consumers, a car is far more than transport, it’s a prized possession tied to personal aspiration and identity. He noted the brand wanted to communicate Cosmo PPF’s advanced protection in a relatable, humorous way, while also using the campaign to build broader category awareness around paint protection films and the long-term value of safeguarding a vehicle’s finish.
The campaign will run across Cosmo PPF’s digital platforms, backed by media placements on OTT, digital news platforms, connected TV, and outdoor advertising across metro and Tier I cities, marking a notable step up in visibility for a category that’s still building awareness among Indian car owners.
